Few things are more exciting than launching a replacement product. For e-commerce brands, the landing page may be a big part of pushing sales, especially shortly after the initial launch.
Unfortunately, this is often one area where I’ve seen far too many e-commerce sellers fall through. It doesn’t matter how well you manage your multi-channel marketing. If your advertising efforts take potential customers to a landing page that fails to convert, even the simplest campaign within the world won’t do one much good.
The good news is that there are several actionable tips you’ll implement today to spice up the conversion rate of your product landing page.
Here are some tried and tested pathways to success:
1) specialize in one call to action
Typical e-commerce product pages will contain a good sort of call to action. additionally to adding a product to their cart, buyers are often encouraged to seem at related products or inspect additional sales or promotions.
While this is often fine for a typical e-commerce product page, such invitations are an unnecessary distraction on a product landing page. On these pages, your focus should be getting the customer to shop for the featured product.
This concept was illustrated by a study published within the Harvard Business Review. grocery shoppers were presented with displays featuring either six or 24 flavors of jam. The table with fewer flavors had a 30 percent conversion rate, compared to a 3 percent conversion rate when more choices were offered.
A similar rule applies to land page CTAs. Too many distracting invitations will overwhelm visitors and keep them from buying the featured product. Eliminate unnecessary links and promotions to specialize in the merchandise.
2) Picture your product within the best light possible
It’s no secret that using attractive photography is significant for selling e-commerce products. However, many brands make the error of assuming that they need to use a particular sort of product photography for his or her landing pages to possess a market impact.
Research shows, however, that there isn’t always a “one size fits all” method to product photography. A case study from growth marketing company KlientBoost compared conversion rates for a specialty hair iron that supported different product photography. One photo featured a close-up of the merchandise, surrounded by ample white space. the opposite showed a lady using the iron.
Marketers are sometimes told that “product usage” photos are more engaging because it helps the customer imagine using the merchandise themselves. during this case, however, the merchandise usage photo actually decreased the conversion rate by 44 percent, partially because it didn’t clearly showcase the merchandise . for brand spanking new products, photos should provide the maximum amount of visual detail as possible so customers know what they’re getting.
While you’ll incorporate product usage photos as a part of your landing page, the primary image your customers see should give them a transparent vision of what they’re close to buying.
3) Make a suggestion they won’t want to refuse
To further enhance the appeal of your call to action, you would possibly consider offering a special discount as a part of your landing page promotion. a reduction that’s tied with a limited-time offer can dramatically improve your conversion rates.
There is psychological backing for using discounts and special offers to extend conversion rates. the larger the amount you’ll use, the higher. consistent with Alain Samson, Ph.D. of Psychology Today, eager buyers don’t view percentages and costs during a rational, linear fashion.
For example, most consumers view a 50 percent increase in quantity as a far better deal than a 33 percent discount. the reality of the matter, though? the 2 offers are virtually an equivalent thing.
Make the special offer the main target of your landing page headline. Headlines with numbers are consistently found to urge higher click through rates across the online and are bound to grab the eye of consumers who visit your landing page.
4) Resolve concerns with live chat
Ideally, your landing page copy should provide an in-depth description of your new product, giving customers an honest overview of key features and benefits. However, many purchasers will want to dig deeper before trying out a replacement, untested product (especially if your product is so new that you simply don’t yet have reviews).
This is where integrating live chat together with your landing page can make a difference. Research from Kayako reveals that live chat increases on-site conversions by a mean of 20 percent. Even more impressive, the purchasers who use live chat are 3 times as likely to form a sale.
Live chat may be a great resource for answering technical questions or resolving customer concerns over issues like warranty or shipping. Providing this peace of mind in real-time is vital to resolving potential roadblocks to a sale before a customer clicks away and forgets about your product entirely.
Using your landing page for a successful launch
An engaging, properly targeted marketing campaign may be a good start for an e-commerce product launch. But you want to always keep the top in mind. By optimizing your product landing page from the get-go and using data insights to A/B test different ideas, you’ll be ready to determine the layout that yields the very best conversion rates for your customers.
Don’t let the landing page become an afterthought. By giving it the eye it deserves from the very start of your product campaign, you’ll be much more likely to succeed in your sales goals.